A Study On Letter-words In The Advertising Title

Letter-words as an important component of new terms were widespread concerned for more than 10 years by the scholars, and achieved many pioneering achievements. But the studies on letterwords in the advertisement were just inadequate. In this paper, study on letter-words in the advertisement title which is an important component of advertisement, because advertisement title is statements which reveal and generalize advertising theme,is the concise summary of advertisement subject,is the congealment and soul of advertisement subject and goal, the advertisement title plays a very significant role in an advertisement, and the real rise of China's advertisement began after the reform and opening with the same time of massive entry about letter-words. Advertisement which depends on media mass was familiar with by people,and letter-words would be easier for people to concern and accept. Therefore, this article research letter-words based on advertisement title.This paper mainly profits from the three plane theory,pragmatic theory which mainly involve the theory of context and the theory of chapter,semantics theory,the theory of modern Chinese vocabulary, makes a scientific elaboration about methods of word-formation,word-building,characteristics,causes and standardize of letter-words in the advertisement title.Besides the introduction and the conclusion, the paper is composed of five parts:Partâ… Methods of word-formation of letter-words in the advertisement title. Analysis the linguistic data and the method when uses in the generating process of letter words, explain reasons or principles during letter-words is forming.Partâ…¡Methods of word-building of letter-words in the advertisement title .Analysis rules of word's constitution,make the syntax analysis to word structure,explain morpheme combination way in word internal structure .Partâ…¢The characteristic analysis of letter-words in the advertisement title. This part combine with inspection of language materials, to research morphology characteristic,semanticcharacteristic and grammar characteristic of letter-words in the advertisement title .Partâ…£The reasons of letter-words using in the advertisement title.This part threads up the use characteristic of advertisement exiting in special linguistic environment, analysis the reasons about letter-words used in the advertisement title from advertisement makes,advertisement producers,advertisement audiences,advertisement works four aspects .Partâ…¤The use standards of letter-words used in the advertisement title .First pointed out the questions existing in the use, then put forward the rationalization proposals how to standard letter-words ' use.Through studies on letter-words in advertisement titles, analyze use characteristics and dissemination effects about letter-words in the advertisement, for advertisement hosts provide the specialized language suggestion when issue advertisements, make advertisement hosts target-oriented,effectively make use of letter-words in the advertisement, expand dissemination effects of advertisement, enhance market sale effects of advertisements propaganda.